Towels, Tanks, and Sustainability: Activism–Business Relations on Two Mediterranean Islands

Environmental activism in tourism destinations can act as a partner to sustainability or as a focal point of conflict. This article explains how activist claims translate into tourism business practice by comparing Paros (Greece) and Krk (Croatia). Drawing on a comparative design, the analysis identifies two mediating forces: issue–practice coupling, or how directly a claim maps onto routines firms can implement and evidence; and arena–broker–visibility loops, or where contention is staged, who translates demands into workable standards, and how proof circulates. When claims become modular, auditable actions, businesses commonly shift from resistance to accommodation and, under supportive feedback and coordination, to collaboration. Durable change emerges when verifiable proof, routinized practice, and a capable broker align. The findings offer design cues for destination governance: make sustainability claims auditable, install feedback loops, and empower intermediaries that translate public demands into operational routines.